Per Nilsson

Finding the best solutions is a driving force in Beerenberg. In this case, multi-skilled surface workers found a great solution to a maintenance challenge during a turnaround, saving the customer millions. Great job! 👍👍 #Offshore #Maintenance #Wrapping

6

Breaking the Silos: The Future of Marketing Departments The landscape of marketing is evolving rapidly, with an ever-increasing array of activities, channels, and content to manage. As a result, marketing teams have swelled with specialists, each focusing on their niche area. However, a recent report sheds light on a concerning trend: the majority of these teams operate in silos, hindering collaboration between specialists and generalists. This siloed approach leads to a disjointed focus, where each channel operates independently rather than contributing to the bigger picture. It's time for a paradigm shift. Instead of doubling down on platform-specific specialists, the new frontier calls for a more platform-independent approach. The key lies in collaboration across media and breaking down the barriers between channels. By fostering a culture of collaboration, marketing departments can harness the collective expertise of both specialists and generalists to drive comprehensive and cohesive strategies. The report suggests that this shift is not only necessary but also highly beneficial. A significant majority of respondents believe that marketing departments could operate more efficiently with improved collaboration. It's time to rethink our approach and embrace a future where collaboration reigns supreme. https://lnkd.in/dE3xhsvf

3

AI and data warehousing together unlock deep customer insights and smarter, more cost-effective marketing strategies. Here’s how we use the combination to better understand and serve our clients and their customers. 🤖📊👇 Get in touch with us at Growth Hackers Sthlm and let's talk about running smarter marketing campaigns for your business.

4

How much of the digital marketing spend goes to MarTech? More than you think. On average advertisers say they spend 20-30% on tech. But when comparing this to other sources of data, we find it is closer to 50% in Sweden (and other markets). The transaction cost for many is in reality around 100%. I think that makes your eyes water, doesn't it? We help companies understand what they are actually paying - and pay less. And we are filling up the calendar for 2025, so if you want our help, reach out and schedule a call.

23

14 kommentarer

Today I had the privilege of attending a fantastic seminar at VEKST with Max Wimnell and Emelie Bengtsson who shared three crucial marketing insights that all B2B companies should bring into 2025. Here are my key takeaways:   1. The Fundamentals Matter   - Process: ensure your processes are optimized and scalable.     - Resources: systems can accelerate processes, but they can't replace them.     - Budget: how do we balance creativity, concept development, and activation within our budget? The equation of (Process x Resources)^Budget = Business Value is a great framework for measuring the ROI of our marketing efforts.   2. Dare to Invest in Awareness     Many B2B companies focus heavily on lead generation but often overlook the power of brand awareness. Building brand recognition early on is critical for long-term success.   3. Think Full Funnel     It's not just about getting leads in the top of the funnel – we need to have strategies in place for nurturing prospects throughout the entire customer journey. A full-funnel approach ensures that we are engaging, educating, and converting at every stage.   #Marketing #B2B #Branding #DigitalTransformation #FullFunnel #Awareness #BusinessGrowth

15

Next gen loyalty is a huge topic in today’s business world. Understanding how to retain customers is becoming increasingly important in a time of disloyalty. This makes it even more relevant that dentsu‘s Merkle has been named a leader in Everest Group’s PEAK Matrix for Loyalty solutions! https://lnkd.in/eX5nXaxH Merkle EMEA Merkle Sverige Merkle DACH Merkle Spain Merkle Nederland Merkle Norge Merkle MENA #cx #loyalty

23

IN-DEPTH with PTC’s COO Mike DeTullio and Professor Johan Stahre. Who will be employed in your company in 2030? Who are your customers? Johan Stahre, head of the production systems division at Chalmers Institute of Technology, asked the questions from the stage during PTC's event, CXO Summit, in Stockholm, Sweden. They may sound a little secondary in the usual PLM context, but if you drill deeper, the answers contain serious issues in a time when technological and social development is challenging the industrial world like never before. Not least in the light of things like AI, intelligent product development, manufacturing automation, product-as-a-service concepts, and global security problems with disrupted distribution chains. The dynamics are powerful and it’s not a bad idea to look up not only to the technological horizon, but equally to the societal, social and demographic horizons: How are social trends changing businesses? Can our production systems meet sustainability requirements? Can we fill competence needs? How does this affect PLM and product realization systems? And how do we meet the demographic development with an ever-smaller number of active workers who have to support an aging population? The questions are many, difficult, and the interaction between them means ending up in tough, balancing trade-offs. Therefore, definitive answers are hard to deliver, but, as professor Stahre emphasized during his keynote, "by discussing developments based on known facts, we gain a more secure foundation to stand on in the navigation of the future journey." Wise words of course and for these reasons among others, it was a highly important event - moderated by PTC's Erling Kvalheim, head of EMEA North, and Filip Stål, Nordics VP/MD - offered from the stage in Stockholm, with an audience from major PTC users like Volvo, Vestas, Electrolux Professional and Atlas Copco on site. In today’s article we will also meet, PTC's COO, Mike DiTullio, who discussed around the theme, "Transforming the Complexity of Product Lifecycle Processes." And transformed they have been, for example in 2011 it was predicted that software would eat the world. "In 2024, software has already eaten the world," DiTullio said, noting that the dramatic transformation is well illustrated by the more than 150 million lines of code in today’s cars. DiTullio also addressed several other trending factors complicating product realization: “AI is everywhere. Software, electricity and electronics have become dominant product features. At the same time, quality and regulatory issues have come into focus, while industrial engineering step by step will be put in the hands of a non-documenting Google generation. This parallels the fact that sustainability issues are existential challenges. Bottom line: We’re at a tipping point and the question is: do we have the right PLM setup to handle the effects of the market pressures?” Click on the headline to read the full article on PLM&ERP News.

1

Tone of voice - subtleness - phrasing - it is so easy to fail in marketing, so easy to seem too pushy or too salesy. This is especially true in the entertainment industry, which I know very little about. My favourite Finnish band, Ultra Bra, is making a comeback with stadium concerts in summer 2025 and a couple of new songs. I am very happy about this and made myself available to buy tickets today when the special sales began (for some other group, it started already yesterday). I loved all the pre-launch activities, videos, and secrecy. However, when I saw that VIP-ticket packages were named after their most important songs in the ticket-selling app, it made me cringe 🙄 😣. It felt like all their music was for sale to the highest bidder. That was just how I felt, and I am sure some other fans did not even notice or loved the concept. I got tickets anyway, but now it feels a bit anticlimactic... So, be careful with what you include in commercial concepts - true fans (or your long-time customers) might be very sensitive 😅 🤔. #toneofvoice #marketing

11

To Close Down or Not To? Recently, there's been a lot of post about whether to be completely off during the long Swedish holiday season, or to adopt a more flexible approach. Since I have always worked in high-demanding roles within a global context, spanning multiple time zones and diverse work cultures, I learned early in my career the importance of developing personal strategies to ensure my well-being throughout the entire year, not just during holidays. I think this is also highly personal, where similar to parenting, it is important to find your own way forward. After an intense start in my new job, I am now embracing a slower pace while many of my Swedish colleagues are on holiday. Similar to my last summers, I will be working part-time from our cottage up north, combining work with trail running, hiking, mountain biking, and fishing with my family. I will then put my OOO on for two weeks when we travel to Portugal. 🚵‍♀️ 🏃‍♀️ ⛰ 🌴 I fully understand that it is a privilege to be able to have this set up, so I don´t take it for granted. Instead of stressing into the holiday, this allows me to: 💡 Reflect on my initial experiences in my new role, assess what has been successful, celebrate our accomplishments, and determine the routines I need to establish for the autumn. 📖 Deep dive into research and strategies, stay informed on industry trends and customer challenges, and gain insights into our prioritised growth markets and segments. 🌎 Maintain Project Continuity by ensuring our projects, especially those focused on growth markets in Asia (where holidays are not observed), run smoothly over the summer. 🏋‍♀️ Recommit to Fitness by returning to my fitness routine, a crucial aspect of my well-being. What are your strategies for achieving a sustainable (work) life balance? #WorkLifeBalance #MentalHealth

66

2 kommentarer

Steelmanning. In putting together my book about Sam Altman, I left out the most important quote. Stupid. But what he said has stuck with me. During an interview Sam mentioned he was surprised by most people’s complete inability to steelman. Steelmanning is when you take on the viewpoint of your adversary and argue for their beliefs in the strongest form you can muster. Maybe even stating things more powerfully than they are capable of themselves. The idea is that this will allow you to see better into the other side’s mind. And, perhaps, maybe even learn something. It’s frequently used by generals, and it is a central part of behavioral game theory. But most people simply cannot do it. They find the other team so detestable that – for even a moment – they cannot or will not see the world through their eyes. I think this is a great failing. And it ignores what got us here as a species. We are different from other animals because we can see into the future and place ourselves into minds of the things we hunt. In its domesticated form we call this empathy. In our brains we have hardware for it called mirror neurons. But the greatest damage not recognizing good ideas from the other team is that it undermines rationality. Recognizing good ideas, even from adversaries, is critical to the growth of our civilization. Not seeing good ideas because you don’t like the packaging they come in is the definition of irrationality. If we can excuse away truths because they are inconvenient or uncomfortable, or just don’t fit our personal worldview, we will stop moving forward. And most likely regress. When people speak of our divided society it is because we too often lean into pure ideologies fueled by extremists on the edges. Pure ideologies are dangerous things. We have always been a species of positive compromise. Somehow, we need to get over ourselves. In the ad world, I am paid to steelman. Most of us are ­­– in any job. Yet, people deny this. At the heart of those who refuse to steelman is a telltale hypocrisy designed to play to the home team but only serves to fuel the radical ideologues on either end of the spectrum. Back in the day I wondered who could ever work on a cigarette account? Every day, I see people railing against all sorts of evil corporations. The same corporations whose business they would pitch in a heartbeat.

12

It's finally here, good things come to those who wait! 🙏   A brand new guide "7 trends in mobility and transportation 2024" from Business Region Göteborg Gothenburg is one of the few regions in the world with a complete industrial cluster in vehicles and transportation, how cool! 🤟 But this also requires that we keep up with everything that's happening to stay on top.   The systems behind are changing, it's electric and digital and connected. It's not just on the road in the car but also on the water and in the air, and it's moving at a breathtaking pace. What are the seven trends? Here they come, please take a look:   🌸 Electric vehicles are becoming the norm – in most modes of transport 🌸 Well-designed, connected driver experience increasingly important 🌸 The cloud to guarantee safe autonomous driving 🌸 Mobility and transport as a service is growing 🌸 Society and customers are pushing sustainability 🌸 Cities play a key role – protecting urban space and environment 🌸 Fierce global competition and new players   Don't miss reading the entire trend guide, just follow the link 👉 https://lnkd.in/dHSC2mi8   Drop me a comment if you are missing something or just want to say hello 😊 #Göteborg #Gothenburg #Mobility

37

Are you struggling to create ads that truly creates engagement? 🤔 Join us for our upcoming webinar, “How to Master Advertising in B2B,” where Rasmus Vejdegren, will tell all his secrets to engage your target audience like never before!✨ So, why should you join this session? 🗺️ How to find your way to reach (all) key decision-makers 🎯 Persona vs. Company: What’s the scoop? 🪫 Why putting all your eggs in the LinkedIn basket isn’t enough 💻 A demo showing you how to get visible in just minutes   When? 22nd of October, 10:00-10:45 AM. Don’t miss out on the chance to supercharge your advertising strategy and make those dream clients a reality!   Register here and mark you calendar 👉 https://lnkd.in/gk9CDUMt   We can’t wait to see you there!   #Webinar #B2BMarketing #CompanyAdvertising #InZynk #SaaS

12

1 kommentar

Today I’m at the CXM Loyalty Summit in Copenhagen! Meeting and discussing #loyalty - and more specifically from my PoV the connection to #personalization. I’m was in the panel earlier where I had a double role. Being an expert in personalization through my authorship and working with e.g. Matas in Agillic, yes, but also representing the Danes and trying to figure out WHY DANISH LOYALTY PROGRAMMES GENERALLY SCORE SO LOW in the study! So, why does Denmark score so low when it comes to IMPACT but still, more than 70% of adult consumers are part of at least one programme? Generally Denmark is an affluent country. Consumers have a large purchase power across the Nordics. So if the core of a loyalty program is savings and vouchers - then this explains the low impact score for Denmark. Local studies confirm, that this is indeed the case (Torsten Ringberg, Per Østergaard Jacobsen, Mogens Bjerre). So people sign up - because everybody wants the discounts - even people with money. They join but there’s quite often nothing ‘for them’ except the discount. Nothing that REALLY matters; nothing that appeals to their emotions. Also - it’s so easy to copy a loyalty program that only consists of transactional features. But it’s impossible for competitors to copy the 1st party data that your loyalty program helps create. And that’s where personalization comes in! Use personalization to bring out the true emotional loyalty! And really fantastic to meet with Zsuzsa Kecsmar, Charlie Hills CLMP, Rik Luttmer, Nick Fishbourne, Jan Boluminski, Thomas B. Schmidt, Trine Fjendbo Petersen, Kirsten Lund Petersen, Charlie Hawker, Steve Gray, Håvard Uglem Hovdahl, Mattias Andersson, Sara Rönnkvist and many others ❤️ And Peter Anders Franch - your team and Matas A/S are a very big part of the discussions here and the prime example of Danish customer loyalty 🙌

111

15 kommentarer

Promote well-being in your workplace 🌿 Looking to inspire your team and create meaningful experiences that help prevent burnout and manage stress? Consider a nature-based lecture or activity to recharge and motivate your team! 🌲 Perfect for leadership retreats, conference planning, kick-off or theme days, these sessions bring the outdoors in to foster balance, resilience, and creative energy. Learn more at www.naturey.se and let’s make well-being a priority together! 🙌 #wellbeing #stressmanagement

14

🚀 Exciting times ahead! 🚀 Yesterday I had an inspiring conversation with Mathias Wellström a true inspiration within marketing, people and business! He gave me some solid advice about boosting my LinkedIn presence. So here I am, following his sage advice! We dove into loyalty and the future of marketing organizations and how they are constantly evolving. Change is the only constant, right? Mathias challenged me: "Have you built your own AI chatbot yet?" 🤖 Well, not yet, but stay tuned! ✌️ Building up a business is like piecing together an intricate puzzle, and I can't wait to see how all the pieces fit together. Here's to innovation, growth, and a touch of wit along the way! 💡🔥 #Marketing #AI #BusinessGrowth #Loyalty #Innovation #digital

27

3 kommentarer

Last year, Christian von Koenigsegg won EY Entrepreneur of the Year in Sweden and became Sweden's representative in the World Final in Monte Carlo, Monaco. This year, it's time for new talents to keep the Swedish flag flying high. A great initiative since 1986 to highlight the entrepreneurs in society. And as a note, around the 1860s, Sweden was one of the poorest countries in the Western world. Slowly, entrepreneurs as sole proprietors began to lift Sweden out of poverty, transforming it into one of the wealthiest countries in the world. Today, it is not only sole entrepreneurs who form the foundation, but also companies with multiple employees that drive Swedish industry and generate the jobs. That’s why we need them. #entrepreneurs #eoysverige #eoysweden #eoy #lifeatkoenigsegg

203

6 kommentarer

Helsinki marketing gets it ✌️ Speak to ONE audience. Show your audience you get them. 📌 "Nobody in their right mind would come to Helsinki in November. Except you, you badass. Welcome." That's what great marketing should FEEL like 👇 They're not trying to convince everyone to visit Finland. They're speaking to ONE specific audience: The adventurous few who'd brave the cold. 🧵 Same rules apply for B2B Better to have 1,000 people who LOVE you Than 100,000 who think you're okay. Safe brands try to please everyone. Great brands dare to speak to one audience. Be more like Helsinki. Pick your audience. Go ALL IN on them. -- 👀 P.S. Would you visit Helsinki in Nov?

2 400

87 kommentarer